White House Farm farm shop in Norfolk struggling for custom

Charlotte Gurney, who owns White House Farm retail park and farm shop in Sprowston, said the pandemic has made people reluctant to leave their homes, causing a drop off in visitors.

In particular, she said their older customers were avoiding public outings.

She said: “When the first lockdown happened, we were incredibly busy with deliveries, but by the third people had worked out how to do an online shop. Once they’ve figured that out it’s hard to get them back out.

“People have learnt to cook and got happy in their gardens and spent money on their homes, so you have to work that much harder to get them out the house.

“There’s also a lot of fear, particularly with vulnerable and older people. It might just be a niggling worry about mixing, but that’s enough to keep you home unless absolutely necessary.”

Charlotte and Oliver Gurney at White House Farm. (Image: Hugo Bailey)

But while the retail side of the business had suffered, Ms Gurney said their service businesses, including The Hair Boutique and Knowles Dance Studio, were still attracting in-person customers.

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She said she believes looking forward, more businesses will have to diversify to stay afloat.

She said: “It’s increasingly about being experiential. You have to offer something that people have to leave the house for, and that feels worth the outing.

“You’ve got to build the sort of place people feel comfortable – somewhere a grandparent would feel comfortable taking their grandchildren.

“It’s going to force a lot of businesses to be creative and innovative and find that unique story that can compete with the big brands and online shopping.”